Some universities offer online degree programs, competing with traditional colleges
based on the convenience of taking online courses. These online programs are most
likely pursuing which macro strategy?
A. customer excellence
B. locational excellence
C. operational excellence
D. product excellence
E. purchase excellence
Answer:
The new hotel manager asked the chef, “Are you sure you know how to cook Beef
Wellington?” Which of the service dimensions was the hotel manager expressing
concern about?
A. reliability
B. responsiveness
C. assurance
D. empathy
E. tangibles
Answer:
Despite its vivid design, the website for Lolly’s Bookstore did not seem to attract
customers who lingered. In fact, most website visitors left the site before they made a
purchase. Which measure does the owner need to address?
A. sentiment analysis
B. page views
C. bounce rates
D. keyword analysis
E. mobilization rates
Answer:
Which of the following is the best example of a persuasive advertising message?
A. “Buy now, pay later.”
B. “Doing business in Peoria since 1848.”
C. “Better than average.”
D. “Now availablethe latest fall fashions.”
E. “Serving the public since last Tuesday.”
Answer:
Several years ago, changes in advertising restrictions allowed pharmaceutical
companies to begin promoting their products through traditional media. Today, it is
common to see ads on television ending with, “Ask your doctor about (our medicine).”
In addition to creating awareness about their drugs, the companies are most likely
hoping to
A. reduce deceptive advertising.
B. signal encoding symbols to simplify the feedback loop.
C. offer objective-and-task marketing communications.
D. stimulate interest, persuading consumers to investigate further.
E. promote public interest communications.
Answer:
In 2006, Walmart announced that it would begin selling organic food products. In doing
so, Walmart was most likely trying to
A. gain government subsidies.
B. attract a different market segment.
C. reduce its costs.
D. save the environment.
E. offset cost-based pricing pressure.
Answer:
Once a marketing researcher is ready to move beyond preliminary insights to specific,
informed questions, the researcher is ready to conduct
A. quantitative research.
B. data warehousing.
C. syndicated marketing surveys.
D. qualitative research.
E. research design.
Answer:
Near the end of the model year, Move-Them-Out automobile dealership had an
unusually high inventory level. The manager increased her advertising spending and
gave extra incentives to its salespeople. Move-Them-Out operates as if it were in the
__________ era.
A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. retailing-oriented
Answer:
Kohl’s, JCPenney, and Bloomingdale’s are examples of
A. department stores.
B. off-price retailers.
C. discount stores.
D. extreme value stores.
E. category specialist stores.
Answer:
In marketing terms, the trade of things of value between the buyer and the seller so that
each is better off as a result is referred to as
A. a marketing exchange.
B. value cocreation.
C. the marketing mix.
D. a value transaction.
E. relational marketing.
Answer:
Whenever Valerie has a new massage therapy customer, she invites the person to be on
her e-mail distribution list. In the process, in addition to exchanging her massage
therapy service for payment, Valerie is gathering
A. information.
B. promotional capital.
C. pricing data.
D. value cocreation.
E. feedback.
Answer:
Sales of national brands of orange juice tend to increase when the economy is doing
well, while sales of generic orange juice increase when the economy is not doing well.
This is an example of how _______ impacts demand for products.
A. dynamic pricing
B. the price inelasticity coefficient
C. the income effect
D. the target return effect
E. cross-price elasticity
Answer:
A distribution center is typically operated by
A. the marketing department.
B. vertically integrated consumer networks.
C. retailers, manufacturers, or distribution specialists.
D. wholesalers.
E. electronic data interchange services.
Answer:
__________ segmentation is the segmentation method most directly related to value
creation for consumers.
A. Geographic
B. Demographic
C. Psychographic
D. Benefit
E. Geodeomographic
Answer:
By providing good customer service, firms __________ their products or services.
A. eliminate the communication gap for
B. add value to
C. reduce the assurance for
D. reduce the empowerment cost associated with
E. increase the perishability of
Answer:
Julie is developing a budget for her firm’s IMC program. First she sets objectives. Then
she chooses media, and finally she determines the cost for each product to be promoted.
Julie is using the __________ method of establishing an IMC budget.
A. reach and frequency
B. track and decode
C. objective-and-task
D. rule-of-thumb
E. sender-receiver
Answer:
Which of the following factors, listed in a situation analysis for a major U.S. auto
manufacturer, is the best example of a threat?
A. The factory that manufactures a new, popular car cannot build enough vehicles to
meet the demand, while other factories have excess capacity.
B. Recent consumer studies have indicated that Chinese consumers prefer American
cars.
C. A New York law firm has filed a $10 million class action suit against the company on
behalf of car owners whose gas tanks exploded.
D. Due to outdated engine technology, the company’s cars get lower gas mileage than
those of major competitors.
E. The company has lower manufacturing costs than its key competitors, allowing it to
sell its cars at low prices.
Answer:
Martha had several unpleasant experiences trying to find the merchandise she needed at
a large lumber yard and hardware store. The employeeswhen she could find themrarely
seemed to know where anything was outside of their own departments. But on her most
recent visit, she was pleasantly surprised to find that the store had installed kiosks
where she could get directions quickly and accurately. The store had found a
technological solution to the services marketing issue of
A. intangibility.
B. part-time employees.
C. perishability.
D. inseparability.
E. heterogeneity.
Answer:
A(n) __________ is the set of institutions that transfer the ownership of and move
goods from the point of production to the point of consumption.
A. marketing channel
B. distribution center
C. logistics chain
D. strategic relationship
E. electronic data interchange
Answer:
Naven knows that he needs to ask a series of questions early in his sales presentation,
but he also knows that he
A. should take control of the conversation.
B. should ask questions only if he already knows the answers.
C. needs to first determine whether the customer is an order getter or order taker.
D. needs to listen carefully to the answers.
E. should follow a strict structure with his questions.
Answer:
Which of the following would not be part of the launch of a new product?
A. determining the marketing budget for the first year of the product
B. finalizing the marketing mix variables
C. reviewing previously conducted research
D. making decisions regarding positioning the product
E. starting to make preliminary decisions about the target market
Answer:
The ethical decision-making framework includes all of the following steps except
A. identify issues.
B. promote the firm’s corporate social responsibility efforts.
C. gather information and identify stakeholders.
D. brainstorm alternatives.
E. choose a course of action.
Answer:
Naomi tells her sales representatives the goal is to generate at least a 20 percent return
on investment for all of the industrial building supplies they sell. Naomi is using a
_______ pricing strategy.
A. sales orientation
B. target profit
C. target return
D. status quo
E. competitive parity
Answer:
Which of the following is not one of the steps in the B2C personal selling process?
A. generate and qualify leads
B. preapproach
C. request for proposal
D. closing the sale
E. follow-up
Answer:
Think back to a time when you have said, “This is great idea. How come nobody
thought of this before?” Assuming no one has thought of it before, what would be the
first steps to take to develop a new product idea?
Answer:
Roland has just received notification from a vendor that his clothing merchandise order
has been processed and dispatched. Roland has just received a(n)
A. horizontal contractual notice.
B. vendor-managed inventory alert.
C. advanced shipping notice.
D. universal product code report.
E. EDI tag.
Answer:
Which of the following is an unstructured question?
A. “What are the most important characteristics for choosing a brand of shampoo?”
B. “How satisfied were you with your last shampoo purchase: very unsatisfied,
unsatisfied, neutral, satisfied, or very satisfied?”
C. “Were you happy with the quality of the shampoo you purchased (Yes/No)?”
D. “On a scale from 1 to 5 (with 1 being very unimportant and 5 being very important),
how important is fragrance when choosing a shampoo?”
E. “How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5,
or more than 5?”
Answer:
Reese and Janelle own a boutique in the United States. Recently they took a trip to
China and while there, the couple purchased a large quantity of name-brand handbags
for a cost significantly lower than what the manufacturer charges for the same product
in the United States. Upon their return, the couple sold the handbags in their store for
less than any other store in the area. This is an example of what takes place in a(n)
_______ market.
A. black
B. gray
C. unsupervised
D. oligopolistic
E. unauthorized
Answer:
Trisha makes purses out of old blue jeans and sells them to customers at local craft
fairs. What type of marketing channel does this represent?
A. indirect
B. vertical
C. horizontal
D. direct
E. simple
Answer:
After conducting STP analysis for her custom auto parts store and developing strategies
for each of the four Ps, Monique now has to make _____________ decisions.
A. competitive response
B. resource allocation
C. market growth
D. product line
E. mission statement
Answer:
When Toyota introduced hybrid cars, there were waiting lists to buy them. Then Honda
and a few other manufacturers entered the market, shifting the product life cycle for
hybrid cars into the __________ stage of the product life cycle.
A. introduction
B. leveling
C. maturity
D. growth
E. decline
Answer:
The __________ occurs when unit cost drops as the quantity sold increases.
A. slotting allowance benefit
B. price fixing return
C. improvement value effect
D. experience curve effect
E. cumulative bundling benefit
Answer:
Unlike a firm’s mission statement or employee handbook, a firm’s organizational culture
often
A. lists specific job tasks for employees.
B. is of no importance to purchase decisions.
C. exists as a set of unspoken guidelines.
D. is ignored by the vast majority of employees.
E. determines the order specification process.
Answer:
With more frequent shipments associated with quick response (QR) systems, a retailer
is
A. likely to have lower shipping costs.
B. more likely to add extra floor-ready merchandise.
C. less likely to use radio frequency identification tags.
D. more likely to engage in predatory pricing behavior.
E. more likely to have what customers want.
Answer:
Retail salespeople should not __________ and assume that a person in the store cannot
afford to purchase the store’s products based on appearances.
A. assume Murphy’s Law is true
B. “run for the roses”
C. “judge a book by its cover”
D. “let sleeping dogs lie”
E. attempt to “keep up with the Joneses”
Answer:
Irvina is a general practice physician. Her office includes a number of nurses, clerical
assistants, and a physician’s assistant. She runs a well-organized practice, but she
depends on a variety of corporate partners to create value for her patients. Who are
likely to be Irvina’s corporate partners and how do they help or hinder her efforts to
create value?
Answer:
When doing marketing research, it is important to uphold strong business ethics. What
are the marketing research guidelines provided by the American Marketing
Association?
Answer:
Imagine you are shopping for a specific item (such as a sweater, a toaster, etc.). What
type of general merchandise retailer will you first seek? Using a specific item, select
one type of general retailer, and in broad terms, describe the breadth and depth of its
merchandise, the level of anticipated customer service, and general pricing.
Answer:
Explain why people may make unethical decisions. How can a firm ensure that the
people who work for it make ethical decisions?
Answer:
What are some of the key functions performed by sales management?
Answer:
Martin, a sales rep for a wholesale food supply firm, knows that the new head chef at
one of the restaurants he calls on is inexperienced. Martin knows that he can talk the
chef into a large order and make a significant monthly bonus from his company, but
suspects that the chef will soon realize that she did not need the quantities she was
talked into buying. What frequent marketing ethical dilemma does Martin face?
Answer:
Several years ago, BMW produced The Hire, a series of short films that were
distributed online. The purpose of the films was to make the BMW brand relevant to
young males who, BMW hoped, would become interested in the brand and would be
more likely to purchase a BMW in the future. The films were directed by popular
action-film directors of that time and showed the BMW engaging in high-speed chases
and other high-adrenaline situations. No actual product information was provided.
BMW made it easy for site visitors to share the videos with friends. The films were
viewed millions of times, and BMW considered it a highly successful promotion. Of the
factors affecting the consumer decision process, which ones were the primary factors
this campaign sought to use to affect the consumer decision process of those who
watched the films?
Answer:
Thomas has just conducted a focus group for Apple, asking participants their opinions
regarding new features Apple is considering for its iPod players. Apple’s marketing
manager wants to use the results of this focus group to justify immediate product
changes and new promotional strategies. As the marketing researcher, how would you
respond?
Answer:
Supply chain management expert Bernard LaLonde once said, “American
management’s philosophy has been: If you’re smart enough to make it, and aggressive
enough to sell itthen any dummy can get it there. Now we’re paying for [that
philosophy].” What supply chain problems will managers with this philosophy likely
encounter?
Answer:
Distinguish between primary and secondary packaging.
Answer:
Why is recruitment such an important part of sales management?
Answer:
NASCAR redirected its marketing efforts when a survey indicated that almost 50
percent of its race fans were female. What type of segmentation was used based on the
survey results?
Answer:
Of the three buying situations, in which one is a salesperson most likely to be involved?
Answer:
Compare the role of corporate, professional, and personal bloggers regarding a new
product. Choose one product/service and use this as an example in your explanation.
Answer:
What kinds of ethical problems can be created by corporate sales policies?
Answer:
What is the major advantage of direct marketing over advertising?
Answer: